Time: 20 Minutes

Goals:

• Deepen Empathy: To move beyond demographics (age/gender) and understand the functional, social, and emotional motivations of the user.
• Separate Problems from Outcomes: To distinguish between what hurts the user (Pains) and what they positively aspire to achieve (Gains).
• Prioritize: To identify which specific job or pain is critical enough to drive a purchase decision.

The Tool

Draw a large circle divided into three pie slices.

1. Customer Jobs: What is the specific task they are trying to perform? (The "To-Do" list).
2. Pains: What annoys them, blocks them, or creates risk before, during, or after the job?
3. Gains: What outcomes or benefits do they want? (Note: This is not the solution, it is the happy result).

Activities

Map the "Jobs to be Done" (5 mins)

Ask: What is the customer actually trying to get done in their work or life?

• Functional Jobs: "Write a report," "Commute to work," "Fix a leak."
• Social Jobs: "Look competent to my boss," "Be seen as eco-friendly."